I’m SO HAPPY Julia is teaching this stuff. Solid Content Strategy is the stuff I wish existed when I was a kid–but there’s no way I could have expressed that at the time. Growing up with the internet, this is such a ‘duh’ thing.
It’s funny now when I see an expensive commercial. Advertisers will spend a million dollars on a TV commercial, telling an amazing story, with stunning imagery. They’ll run campaigns on YouTube, radio, whatever. But in the end it’s all an awkward song-and-dance. The ROI is in content. I often tell my wife, “Advertisers will do anything–anything–except answer consumers’ questions”.The market is like a house with two rooms: one room with businesses, and one room with consumers. A soundproof wall between. The Internet tore down that wall, so now businesses can hear consumers’ concerns. Content marketers can finally hear what consumers are asking. Meanwhile advertisers are putting in earplugs. They prefer the awkward song-and-dance routine.
Content Strategy gives us an incredible advantage.
Learning the ins and outs of Content Strategy from Julia McCoy is like developing a super power.